Have you ever listened to your employees or coworkers at a casual gathering answer the question:
What do you do? -OR- What does your company do?
If you’re hearing several different answers, you’ve got a messaging problem and it’s chipping away at your brand’s foundation.
The best way in which to solve this, is to engage a proper study. The study is not generally costly and may take only a couple of weeks depending on how accessible your customers, employees, and vendors are. Using the findings of the study and comparing them against your business vision, goals and objectives as well as your current communication tools is your next step. From there, you should make changes to your communication plan.
All this does take some time, but the investment is worth it. It’s your company after all!